Can You Sell Out Your Event in Less Than 2 Minutes?
I was hanging out on Twitter over the weekend and I could not help but noticing a Tweet by Alex Cone:
Fair enough, but then I saw:
… and it’s already sold out … http://t.co/tIe8Cr9
‘Interesting’ – I thought.
I was immediately captured by the keywords ‘sold out’. As your event war correspondent, I am always on the lookout for such keywords.
I decided to dig deeper.
I landed on Brooklyn Beta’s website.
Oh la la. Now this is a different kind of website.
Almost too extreme, even for my standards. It is basically a sign up form. No speakers, no details.
Despite my initial reluctance – that happens a lot when I face smart@%$ projects – I decided to keep looking for details.
A Bit of History
Brooklyn Beta happened for the first time in 2010. You can find here the original website.
The event spread on Twitter among web designers and creatives. It turned out to be a fantastic success, as you can read in the Write-Ups (btw Lanyrd, what an amazing service!).
The Eventbrite page is now private but I managed to follow the release of tickets through. And found astonishing details.
The information that follows may be imprecise, it is in fact a deduction. A damn accurate one, but still a deduction.
Unfortunately despite asking Chris to shed light, I have received no official answer. UPDATE: Chris replied with accurate data!
The day I saw the tweet it was the first round of tickets. I counted 175 registered attendees.
What’s so special about that? – You may ask. Patience, dear reader, patience.
If you ever followed events in the tech scene you will know there is a fierce competition to get tickets. This happens a lot with BarCamps. Usually these events are free to attend and such competition, despite being a great cultural factor, has no commercial value.
The difference in this case is that, during day one, tickets were sold for US$100. This may not be a lot to some of you, but I ensure you it is in the high end for ‘contaminated concepts‘.
Round two was not so different, with tickets selling out in less than a minute.
I would assume they put up another 175 tickets, for a grand total of 350 ticketsUPDATE: 200 sold in less than 2 minutes.
Some users immediately started to make excellent comparisons:
Brooklyn Beta tickets are the new Glastonbury tickets (for a certain subset of people)
Wait, there’s more…
Clearly lots of people were disappointed by not getting a ticket. To the extent they started a parallel event called Brewklyn Beta:
The news in this case is that the organizers of both events are working together to make everyone happy, thus really re-shaping the offer of the initial event:
You should still come to Brooklyn in October. We’re going to work with http://brewklynbeta.org to figure out some awesome stuff.
What Can We Learn?
- Events born online or within an existing community have stronger selling potential.
- Spontaneous events are becoming commercially valuable initiatives that should scare the hell out of traditional establishment.
- Event attendees are shaping the offer of events and organizers should be ready to accommodate user generated initiatives.
How awesome is that for a Monday?